LED display manufacturer SNA Displays has begun installation work on a large LED project for the dual-branded Moxy and AC Hotel Los Angeles Downtown development, at the intersection of S. Figueroa St. and W. Pico Blvd., according to a company press release.
The display further expands SNA Display's growing L.A. footprint, having previously installed more than 100,000 square feet of digital canvas in the area.
Located across from the LA Convention Center, L.A. LIVE, and the Crypto.com Arena (formerly Staples Center), the 37-story, 600,000-square-foot mixed-use tower will consist of a 380-room Moxy hotel and a 347-room AC hotel.
Consumer Experience Group, a Los Angeles-based consultancy for experiential display projects, is managing the development's digital and static signage elements for property owner Lightstone. YESCO is providing sign installation services.
The LED screen, built from SNA Displays' Empire Exterior line of LED technology, will wrap across a six-level, above-ground parking structure. The LED design is a 15,000-square-foot video display that curves around the building façade. Despite its size, the screen sports a tight pixel pitch of 8 millimeters, giving the display almost 22 million pixels. The 50-foot-high LED display is as long as a football field.
"Moxy and AC Hotels Los Angeles Downtown required precise onsite management to make sure all supportive primary and secondary steel was properly installed," Rasool Sayed, senior project manager for SNA Displays, said in the release. "This project installation is unique in that there are only two massive subframes, the bottom one being over 28 feet tall. Being able to custom-fabricate each element of the radius and minimize the number of picks on-site allowed us to avoid closing down traffic lanes in busy downtown LA, and the huge subframes translated to less seam alignment on-site. We have worked closely with the general contractor to properly sequence different portions of the structural steel installed and now the large LED sections."
With 65,000 square feet of meeting rooms, restaurants, bars, and nightlife throughout, the Moxy and AC hotels plan to become a central entertainment and cultural hub, according to the release.
The hotels will feature a 6,000-square-foot landscaped pool deck and 12 restaurant and bar concepts designed by Basile Studio. On the 34th floor, AC's sky lobby will feature a garden-like terrace bar with panoramic views of the LA skyline. The hotels will include 13,000 square feet of meeting space.
"Despite the challenge presented by the holidays and of course COVID, we've been able to stay ahead of our deadlines," Sayed said in the release. "The SNA daily reporting app really has really helped us coordinate closely to make sure everything is carefully tuned from the design and engineering stage, to installation, to lining up every pixel on the final product."
We Bring Creative Visions to Life. We build high-end digital displays as vivid and dynamic as the imagination. With our clients, we've designed and built some of the largest and most recognizable digital spectaculars in the world. We prove to our clients that Dreams Live Digitally®.
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